Abstract
Based on the research done by Dunbar and the resulting Social Brain Hypothesis, the present study introduced a mathematical model for the development of follower numbers and the number of followed accounts regarding users/influencers of Social Media platforms. Under very simple assumptions the mathematical model suggests that an universal upper bound to follower and followed numbers exists. The theoretical upper bound is then empirically validated by using a representative data set of 255 influencers on Instagram from the field of women’s fashion. The follower numbers show convergence to a common boundary for the years 2018 to 2019 and stagnation for 2019 to 2020, while the number of followed accounts show stagnation for 2018 to 2019 and convergence for 2019 and 2020. The model in conjunction with its empirical validation therefore provides the mathematical background to establish the socio-biological Social Brain Hypothesis in the field of influencer marketing in regards to Social Media platforms.
Highlights
Considering Social Media stars whose followers number into the tens of millions, it seems almost antiquated that initially Facebook introduced an upper bound on the friends lists of 5,000
As this study focuses on Instagram influencers in particular (Veirman et al 2017); (Arora et al 2019) and (Casalo et al 2020) provide the background for influencer marketing on Instagram; due to severe restrictions in regard to the Instagram API current quantitative studies on Instagram are limited in scope
The present study has introduced a basic model for the development of follower numbers and the number of followed accounts regarding users of directed Social Media platforms
Summary
Considering Social Media stars whose followers number into the tens of millions, it seems almost antiquated that initially Facebook introduced an upper bound on the friends lists of 5,000. The most pronounced circle being about 5 intimate or best friends and with each step that the intensity of the acquaintance decreases the number of people in the circle roughly triples with an absolute maximum of 1,500 people to whom one can connect a face and a name. In light of this physiological boundary and the stated goal of Facebook, capping friend lists at 5,000 seems more than reasonable. An upper bound to Social Media relations seems to exist as well, even though connecting via Social Media might be even weaker
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
